University of Technology Sydney

240710 Digital Consumer Behaviour

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2021 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.

Description

This subject focuses on the psychological processes and decision-making of the digital consumer, and the best marketing strategies to achieve business outcomes. The topics include how technology shapes consumer behaviours taking into account individual, social, cultural, and environmental factors.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. understand the foundations of consumer behaviour to develop insights to drive performance
2. apply consumer psychology, behavioural theories, frameworks, and concepts for marketing decision in a digital context
3. communicate consumer insights effectively to stakeholders

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attributes:

  • GA3: communication and interpersonal skills
  • GA5: business practice-oriented skills

This subject also contributes specifically to develop the following Program Learning Objectives:

  • Convey business information effectively with all stakeholders to achieve desired business outcome (3.1)
  • Interact with colleagues and stakeholders to work effectively to achieve desired business outcomes (3.2)
  • Demonstrate expert technical and adaptive skills in digital marketing relevant to business contexts (5.1)

Teaching and learning strategies

This subject is taught fully online. Each week is self-paced through the learning management system. You are expected to complete a range of different learning activities throughout the week. Activities provide opportunities to learn, apply and discuss the knowledge gained in a practical manner. Feedback is provided from both peers and teaching staff throughout the activities. You are encouraged to actively provide feedback and interact with staff and students. Online “Zoom” sessions will be held throughout the subject to allow you to interact with staff and students, ask questions and receive clarification and feedback.

Content (topics)

This subject investigates a range of consumer psychology, behavioural theories, frameworks and concepts for managing marketing and driving performance in digital environments, covering a range of topics, such as:

  • Individual influences on digital marketing
  • Social influences on digital marketing including eWOM and virality
  • Consumer behaviour and ecommerce
  • Consumer journeys and customer choice

Assessment

Assessment task 1: Understanding and Analysing the use of Consumer Behaviour (Individual)

Intent:

Part 1: Understanding CB in digital touchpoints (15%)

Part 2: Analysing the use of CB concepts in digital spaces (15%)

Objective(s):

This addresses subject learning objective(s):

1 and 2

Weight: 30%
Criteria:

Part 1 and 2

  • Content: clarity and completeness (50%)
  • Contribution: level & depth of insight (50%)

Assessment task 2: Consumer Behaviour Analysis and Recommendations (Individual)

Objective(s):

This addresses subject learning objective(s):

1, 2 and 3

Weight: 50%
Length:

2,500 words

Criteria:
  • Demonstrates an understanding of Consumer Behaviour concepts and application (40%)
  • Contribution: level & depth of insight (30%)
  • Relevance to practice (20%)
  • Clarity and presentation (10%)

Assessment task 3: Reflective Essay (Individual)

Objective(s):

This addresses subject learning objective(s):

1 and 2

Weight: 20%
Length:

800 words

Criteria:
  • Relevance to practice 35%
  • Analysis 35%
  • Interconnections 15%
  • Clarity and presentation 15%

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

This a textbook-free subject. Readings are provided for each module.